At the start of the ad, the farmer and his animals are happy and content. But then progress rears its ugly head, and the animals move indoors, into large, crowded buildings. They are pumped with antibiotics and processed into cubes, all to the mournful sound of Willie Nelson singing a Coldplay tune: “Science and progress/Don’t speak as loud as my heart.” In the end, the farmer sees the light, gets rid of the technological evils and frees his cows and pigs. Redemption is found in a simpler life. And you can have it all at Chipotle, for the price of a burrito.